Warning Signs That You Need a Website Redesign

User experience (UX) is becoming more and more important.  Simply having a website is not enough.  You must also make a good first impression and keep visitors returning often.  If your website’s first impression is less than perfect or visitors are not returning, then it may be time for a website redesign.  Here are 9 sure-fire signs to look for that point to a website redesign in your future.

1. Your Website is Not Generating Revenue

If you have a radio station website, then it should, in some way, be generating revenue.  If it’s not, then it’s a clear sign something is wrong in one of two areas.  1) You do not have reasons for visitors to return, so there’s no reason for advertisers to be there.  2) You have good reasons for visitors to return, you’re promoting it on-air but your sales team does not realize the value yet.  Either way, a website redesign, with a renewed focus for all hands may be in order.

2. Your Website Design is Outdated

If your website design is outdated and fails at making a good impression, prepare for visitors to promptly exit.  First impressions are everything. You only have a few seconds to make an impression on a website visitor.  If your website does not make a good impression within this time frame, you will likely miss opportunities.  A professional-looking website captures the attention of your visitors instantly and that speaks volumes about your radio station. 48% of people believe that a professional website design is the number one factor in deciding the credibility of a business.  Many testimonials claim a bad web design is a key factor people consider before trusting any site.  This first impression is very important, especially because you could likely be judged by potential on-air advertisers.

3. Your Website Has a Low “Time-on-Site”

Google Analytics 4 has a new metric called “Time-on-Site” which counts the length of time a visitor stays on your website.  Yes, it’s just like radio’s “time spent listening” or “TSL”, except for your website.  If your website visitors do not stay on your website long, then your website could be turning people off.  Perhaps your website is too complicated, confusing, or just ineffective at keeping their attention.  Keeping visitors on your site longer shows that the content they found is valuable.  It also means more impressions that you can show prospective banner ad clients.  Remember that more visitors and longer times on site mean more revenue for you.  If your time-on-site numbers are low, consider the reason why or a redesign.

4. Your Website is not Mobile-Friendly

Half of all internet users are using mobile devices and 46% of all people who use mobile devices still report having difficulties navigating some websites.  Your amazing content isn’t going to save you on this one.  If your website is not mobile-responsive, you’re going to upset visitors and lose placement in search engine results.  All search engines tend to rank websites that are not mobile-optimized much lower in their results.  You could have amazing content and rockstar SEO techniques in place, but simply not being mobile-responsive could make your site non-existent in search results.  

5. Your Website is Slow

Remember, you only have a few seconds to make a positive impression on your visitors.  If those seconds are spent waiting for your page to load, then your visitors may exit before it does.  Troubleshoot what might be slowing your website down.  If your developer or service cannot explain why then it may be time for a new website.

6. You Have a Wix, Weebly, or GoDaddy Website

Website builder services are extremely limited.  Sure, they are touted as completely DIY, but how many DIY websites have you seen that were so professional that you could not tell?  Every drag-and-drop website builder requires some degree of design skill.    Most business owners simply don’t have the time to design their own site, which makes these options appealing for a quick fix.  However, their “cookie-cutter” options never provide a professional design that resonates with listeners and advertisers.

7 You’ve Been Considering a Redesign

We cannot count the times we’ve heard, “I’ll send you our website address, but you’re going to laugh.”  With the right website design in place, you’ll be confident in sharing the address as much as you can.

8. You Rarely Receive Positive Feedback

If you never get positive feedback on your website, then inquire about it.  Survey your listeners and advertisers to give you website feedback. Or, have strangers do a website usability test to help you understand what visitors find appealing and not so appealing about it.

9. Your Competitor’s Website Looks Better

It’s natural for every business owner to casually stalk their competition.  If you get design envy when you look at a competitor’s station website, they may be outpacing your radio station in digital revenue.  If their website isn’t much to look at, don’t rest on your laurels.  They are likely planning a redesign to overtake yours.

Wrapping Up

A website redesign can be a daunting task, but it’s an investment that is required to move your radio station forward.  Your station website should be a revenue generator.  If it isn’t please reach out to us.  We’d love to guide you in your journey to online success.

Jim Sherwood serves as the chief creative, brand strategist, lead developer, meticulous project manager, and station collaborator for all Skyrocket Radio sites and projects. Jim is a 30+ year radio veteran with a resume spanning several small, medium, and large markets including roles as Digital Content Manager, Program Director, Production Manager, and Morning Show Host.